TY  - BOOK
AU  - Russell, J. Thomas
AU  - Lane, W. Ronald
TI  - Kleppner's advertising procedure
SN  - 135163374
AV  - HF 5823 .K54 1990 
PY  - 1990///
CY  - Englewood Cliffs, New Jersey
PB  - Prentice-Hall
KW  - ADVERTISING
N1  - Includes index; Background of today's advertising -- Roles of advertising -- The advertising spiral and brand planning -- Target marketing -- The advertising agency, media services, and other services -- The advertiser's marketing/advertising operation -- Basic media strategy -- Using television -- Using radio -- Using newspaper -- Using magazines -- Out-of-home advertising -- Direct-response and direct-mail advertising -- Sales promotion -- Research in advertising -- Creating the copy -- The total concept : words and visuals -- Print production -- The television commercial -- The radio commercial -- Trademarks and packaging -- The complete campaign -- Retail advertising -- International advertising -- Legal and other restraints on advertising -- Economic and social effects of advertising
ER  -